Business-to-business marketing / Ross Brennan, Louise Canning & Raymond McDowell
By: Brennan, Ross.
Contributor(s): Canning, Louise | McDowell, Raymond.
Publisher: Los Angeles, California, USA : SAGE Publications Inc., ©2017Edition: Fourth edition.Description: xvii, 391 pages : 24 cm illustrations.Content type: text Media type: unmediated ISBN: 1473973430; 9781473973435; 1473973449; 9781473973442.Subject(s): Industrial marketing | Industrial marketing -- Case studiesDDC classification: 658.804 B75 2017| Item type | Current location | Collection | Call number | Status | Date due | Barcode |
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College Library General Circulation Section | GC | GC 658.804 B75 2017 (Browse shelf) | Available | HNU001920 |
Includes bibliographical references and index.
PART I Fundamentals of Business-to-Business MarketingChapter 1 Business-to-Business Markets and MarketingChapter 2 Buyer BehaviourChapter 3 Inter-Firm Relationships and NetworksPART II Business-to-Business Marketing Analysis and StrategyChapter 4 Responsible Business-to-Business StrategyChapter 5 Researching Business-to-Business MarketsChapter 6 Business Market SegmentationPART III Communicating and Interacting with CustomersChapter 7 Market CommunicationChapter 8 Relationship CommunicationChapter 9 Relationship Portfolios and Key Account ManagementPart IV Managing Marketing ProcessesChapter 10 Managing Product OfferingsChapter 11 Routes to MarketChapter 12 Price-Setting in Business- to-Business MarketsGlossaryReferences
Taking in both European and US approaches to form a balanced, global-minded text and covering both the theory and practice of global business-to-business marketing, the new Fourth Edition: Includes new coverage of digital and social media marketing in the B2B environment, to reflect online developments Is updated to reflect the effects and impact of global changes such as the legally binding deal signed at the Paris Climate Conference (Dec. 2015) Includes new 'scenario' boxes which provide reflective decision-based situations for students to think through, helping them prepare for future roles. The book is complimented by a companion website featuring a range of tools and resources for lecturers and students, including PowerPoint slides, tutor guide sample exam questions, SAGE journal articles, quizzes, web links and selected author videos to make the examples in each chapter come to life. Suitable for all students taking B2B marketing modules.
Suitable for students taking B2B marketing modules, this title takes in both European and US approaches to form a balanced, globally minded text. It covers both the theory and practice of global business-to-business marketing. It also includes coverage of digital and social media marketing in the b2b environment, to reflect online developments.
College of Business and Accountancy Bachelor of Science in Business Administration Major in Marketing Management
Text in English
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